Many people have asked, "...what is co-op and how do I get some of it?" Co-op advertising is an abbreviation for Cooperative Advertising. This is how it works: a retailer can buy goods from a manufacturer and accrue co-op funds based on the amount of purchase. Those funds can be returned in the form of a cash rebate, a credit to the retailer's account, or in products. In short; co-op is a cost-sharing arrangement in which manufacturers and suppliers provide financial assistance for customers' advertising programs. It can often make the difference in whether or not a small business can afford to advertise at all.
Borrell Associates recently conducted a survey detailing the nuances of co-op advertising. During their research, they discovered that there is over $1.7 billion available in co-op and estimate that $450 million seems to be left on the table for lack of participation. Wow!
As experienced advertising/marketing professionals; this information makes us cringe! For those who are looking for ways to sell online advertising; we suggest you dig deep into an advertisers budget, products and online presence by finding digital co-op plans that they quality for and get some of these advertising dollars! Plus, there are over 175 brands that offer co-op programs! Climb out of the box by any means necessary and get your money!